TikTok Ads Vs. Snapchat Ads: Which Delivers Better Engagement?
Mobile GrowthTikTok Ads

TikTok Ads Vs. Snapchat Ads: Which Delivers Better Engagement?



Can’t decide between TikTok ads and Snapchat ads? Are you eager to determine which advertising platform offers superior engagement? If your answer to these questions is yes, then this article will assist you in making the right choice.

Selecting the appropriate advertising strategy should be a top priority, especially if you wish to avoid wasting time, effort, and money. Both TikTok and Snapchat ads have the potential to deliver exceptional engagement. However, if you can only opt for one, several factors need consideration.

Answering the question, “Which one provides superior engagement?” is not a straightforward task. TikTok ads vs Snapchat ads have been an ongoing debate among marketers. What may prove effective for others may not necessarily yield the same results for you. To aid you in making an informed decision, we have conducted a comparative analysis of TikTok ads and Snapchat ads to ascertain which one offers the best engagement. Keep reading to find out more.


To determine which advertising platform offers better engagement, it’s crucial to consider the characteristics of their respective audiences. As of 2023, TikTok boasts a user base of 1.7 billion, while Snapchat has 397 million daily active users.

Looking at the numbers, you might immediately conclude that TikTok gives you better engagement. Well, not too fast because having many users doesn’t automatically mean they are all engaged.

To know which gives you the best engagement, you should first take a look at the demographics, preferences, and behavior of your target audience. From there, you should then take a look at the audience of TikTok and Snapchat. Determine which of them has an audience that is most similar to yours.


Recent research indicates that TikTok predominantly attracts a younger demographic. Here’s a breakdown of TikTok’s age distribution:

  • 18-24 years old: 37.3%
  • 25-34 years old: 32.9%
  • 35-44 years old: 15.7%
  • 45-54 years old: 8.3%
  • 55 and above: 5.8%

In contrast, Snapchat’s user age distribution is more evenly spread:

  • 15-25 years old: 48%
  • 26-35 years old: 30%
  • 36-45 years old: 18%
  • 46-55 years old: 11%
  • 56 years old and above: 5%

Both TikTok and Snapchat primarily attract a younger audience. Therefore, if age is a primary factor in your decision-making process, TikTok holds an advantage due to its larger user base.


Another crucial factor influencing engagement is the geographical location of your target audience. For TikTok, the majority of its users are concentrated in the following countries:

  • United States (122 million)
  • Indonesia (99.79 million)
  • Brazil (83.33 million)
  • Mexico (62.77 million)
  • Russia (55.12 million)

In contrast, here are the countries with the largest Snapchat audiences:

  • India (182.35 million)
  • United States (108.8 million)
  • Pakistan (26.35 million)
  • France (25.9 million)
  • United Kingdom (23.15 million)

To make an informed decision, consider the question, “Where is my primary target audience located?” Based on your answer, you can determine which platform offers better engagement based on geographic location.


Gender is another critical factor to consider when choosing between TikTok ads and Snapchat ads. Here’s the gender distribution on TikTok:

  • Male: 43%
  • Female: 57%

Snapchat, on the other hand, exhibits the following gender distribution:

  • Male: 48.2%
  • Female: 51%

If your target audience primarily consists of males, then Snapchat might be the better option. Conversely, if your audience skews female, opting for TikTok ads could lead to higher engagement.

Ad Formats

Both TikTok and Snapchat offer a variety of ad formats, each designed to maximize user engagement, which makes the TikTok ads vs Snapchat ads debate more difficult to put an end to.

However, it’s essential to understand the advantages and disadvantages of each format before making a decision. Let’s explore the ad formats available on TikTok and Snapchat to help you determine which platform is best for user engagement.

TikTok Ad Formats

  • In-feed ads: These are standard TikTok ads that appear within a user’s “For You” feed. They seamlessly blend with native content and allow for clickable features. You can include a CTA button to redirect users to external landing pages.
  • TopView ads: These ads take the prime position at the top of a user’s feed when they open the TikTok app. They offer a high number of impressions, increasing brand awareness.
  • Brand Takeover ads: Similar to TopView ads, these ads occupy the top slot, but only one brand takeover ad is shown per day, ensuring exclusivity and visibility.
  • Branded Hashtag Challenge: Brands can create their own challenges, promoted by TikTok on the feed, Discover Page, and the Hashtag Challenge landing page. This format encourages user engagement, leading to more user-generated content and higher engagement rates.

Snapchat Ad Formats:

  • Single Image or Video: This is the most common ad format on Snapchat, appearing in users’ feeds, providing brands with maximum exposure.
  • Collection: Snapchat simplifies the buying process with Collection ads. You can showcase a list of your products, allowing users to browse and make quick purchases.
  • Story Ads: These ads are integrated into the content as a series of ads and also feature a branded tile in the Discover section. Story Ads offer the advantage of including CTA buttons, which can boost conversion rates.

In general, TikTok offers a diverse range of ad formats that facilitate maximum user engagement. Besides in-feed and TopView ads, the Branded Hashtag Challenge promotes active user participation, resulting in more user-generated content and higher engagement rates.

Snapchat, on the other hand, provides effective ad formats, but TikTok’s dynamic options offer a broader range of engagement opportunities. Your choice should align with your campaign objectives and the level of engagement you seek from your target audience.

Reasons TikTok Ads Deliver Better Engagement Than Snapchat Ads:

  1. Larger User Base: TikTok boasts a larger user base compared to Snapchat, providing a broader potential audience for your ads.
  2. U.S. Audience: If your target audience primarily resides in the United States, TikTok may be the preferred choice due to its substantial user presence in the country.
  3. Youthful Demographic: TikTok is particularly effective for targeting Generation Z and Millennials, offering more opportunities to engage with these age groups.
  4. Hashtags and Tagging: TikTok’s use of hashtags and user tagging enhances engagement by encouraging users to participate in trending challenges and interactions.
  5. Geolocation Features: TikTok’s geolocation capabilities allow content creators to specifically target users in their vicinity, increasing engagement for location-based campaigns.

Reasons Snapchat Ads Deliver Better Engagement Than TikTok Ads:

  1. Diverse Age Groups: Snapchat reaches a more diverse age group, making it suitable for campaigns targeting a wider range of demographics.
  2. International Reach: If your target audience extends beyond the United States, Snapchat may be more suitable, as it dominates in several top countries.
  3. Geo-Filters: Snapchat’s use of geo-filters enhances localization, making it ideal for location-specific marketing efforts.
  4. Discover Page: Snapchat’s Discover page provides a dedicated space for brands to post engaging video shorts, offering a unique opportunity for exposure.
  5. Direct Messaging: Snapchat enables marketers to send instant messages directly to their customers, fostering one-on-one engagement.

Choosing Between Snapchat and TikTok Ads

The decision between TikTok and Snapchat ads hinges on your specific campaign objectives, target audience, and budget. While TikTok ads may offer certain advantages in terms of engagement, it’s essential to test both platforms to determine which aligns better with your goals.

Consider conducting A/B tests on each platform, closely monitoring performance metrics, and collecting data to create a comprehensive report. This approach will provide valuable insights into the strengths and weaknesses of each platform, helping you make an informed decision on which one delivers the best engagement for your unique advertising needs.

Deliver TikTok Ads or Snapchat Ads with Confidence

TikTok Ads and Snapchat Ads (TikTok vs Snapchat) have the potential to significantly boost your business. However, success hinges on doing them correctly; otherwise, you might end up wasting your resources. Fortunately, ShyftUp is here to provide expert guidance.

At ShyftUp, our team comprises seasoned professionals who specialize in creating impactful TikTok and Snapchat Ads. Armed with extensive knowledge, skills, and cutting-edge tools, we are dedicated to guiding you through the entire process, from crafting effective ads to closely monitoring their performance.

Discover the difference ShyftUp can make for your business today. Take the plunge and experience how we can help fuel your business growth!

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